Flannels Liverpool store will house fitness studio

By

Nigel TAYLOR

Published
Mar 10, 2022

Frasers Group has been on a full-speed setting of late. Having just bought Studio Retail out of administration, upped its stake in Hugo Boss and opened a Flannels flagship store in Preston, its luxury fashion retail banner is again a focus of attention.

The Flannels flagship store in Liverpool, which is on schedule to open this summer, will have an experiential retail element.

It’s creating space for a Barry’s fitness studio inside the new store, marking a first for both companies, and therefore adding a new element to its 55-stores-and-counting UK chain.

The studio will offer a series of fitness classes, while becoming an added incentive for its sports active customers to test wear purchases from brands including Lululemon Athletica. 

The studio will feature Barry's trademark mix of red lights, mirrors, 'nightclub spec’ sound system and high-tech equipment.

In addition, customers will be treated to high-end changing facilities and luxury beauty and grooming products. A Barry's Fuel Bar will offer a menu of Hermosa branded post-workout shakes.

The collaboration will also see them hosting joint events for their overlapping customer base, while Flannels will be treating its own staff to Barry’s classes.

Set over seven floors, the 120,000 sq ft Liverpool flagship is to be Flannels' largest store to date, and will house its new beauty edit space, an activewear floor and a rooftop restaurant. 

The store will carry a selection of menswear, womenswear and junior luxury designer clothing and accessories from brands including  Alexander McQueen, Balenciaga, Burberry, Off-White and Versace.

In 2021, Flannels became one of the most proactive UK brands embarking on a post-pandemic expansion programme that has seen more than 10 stores opening, including a 60,000 square foot flagship in Sheffield, in addition to stores in Leicester, Brighton, Southampton, Romford in Essex and now Preston.

This year, the luxury fashion business is set to open a further 10 stores, including a flagship in Ireland, as well as the store in Liverpool.